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1、,UNIT,13,Learning Objectives Understanding some basic concepts of marketing Talking about developing a new market Talking about promoting a product Talking about market research Talking about advertising Writing a sales letter,营销与销售,Marketing & Sales, Speaking Task, Warm-up Practice, Listening Task,
2、 Follow-up Practice,CONTENTS, Writing Task, Reading Task,Warming-up Practice,We need to discuss some questions about what we are going to learn in this unit.,Sure, thatll help us understand better about what we are asked to do.,1. Read the following marketing tips which are based on a marketing stra
3、tegy or tactic proven to boost sales.,Marketing Tips 1) Research what your market wants; where, when and why customers buy; what benefits they are seeking from your product or service; and what competitors are providing. 2) Decide on your objectives, identify and choose your target customer groups a
4、nd position your business to serve your chosen market profitably. 3) Put the plan to work through selling and promoting your products and services to customers, through pricing and using appropriate distributors and agents effectively. 4) Monitor the effectiveness of your marketing activities in ter
5、ms of customer satisfaction and the impact on your bottom line. 5) Eliminate any last minute hesitation prospective customers may have by announcing a pleasant surprise near the end of every selling procedure. 6) Print your best small ad on a postcard and mail it to prospects in your targeted market
6、. 7) Collect testimonials from your customers and use them in all your advertising. 8) After telling prospects what they gain when they buy your product or service, tell them what they lose if they do not buy it. 9) Convert your customers into publicity agents. Develop an incentive for them to tell
7、associates and friends about the value of your products or services. 10) Handle customer complaints quickly and with a positive attitude.,2. Discuss the following questions.,1) What is marketing? 2) What is the difference between marketing and sales? 3) What is the difference between marketing and i
8、nternational marketing? 4) Which do you think are the five most effective tips? Why? 5) Can you add more tips as advice for marketing and sales? 6) Can you list the various steps or actions that are involved in the marketing process?,Some definitions of marketing Marketing means to make a communicat
9、ion about a product or service a purpose of which is to encourage recipients of the communication to purchase or use the product or service. The process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy indiv
10、idual and organizational goals. The process of organizing and directing all the company activities which relate to determining the market demand and converting the customers buying power into an effective demand for a service and bringing that service to the customer., The planning and implementatio
11、n of a strategy for the sale, distribution, and servicing of a product or service. Marketing is the process of making customers aware of products and services, attracting new customers to a product or service, keeping existing customers interested in a product or service, building and maintaining a
12、customer base for a product or service. Advertisements play a large part in marketing. The process of researching, promoting, selling and distributing a product or service. Marketing includes advertising, publicity, promotion, pricing, sales and distribution of the goods or services.,Marketing & Sal
13、es?,Many people mistakenly think that selling and marketing are the samethey arent. You might already know that the marketing process is broad and includes all of the following: Discovering what product, service or idea customers want. Producing a product with the appropriate features and quality. P
14、ricing the product correctly. Promoting the product; spreading the word about why customers should buy it. Selling is delivering the product into the hands of the customer. Selling is one activity of the entire marketing process. Selling is the act of persuading or influencing a customer to buy (act
15、ually exchange something of value for) a product or service. Marketing activities support sales efforts. Actually, they are usually the most significant force in stimulating sales. Marketing activities (like the production of marketing materials and catchy packaging) must occur before a sale can be
16、made; they sometimes follow the sale as well, to pave the way for future sales and referrals.,Contrasting the Sales Concept with the Marketing Concept, The concepts surrounding both selling and marketing also differ. There is a need for both selling and marketing approaches in different situations. One approach is not always right and the other always wrongit depends upon the particular situation. In a marketing approach, more
